WHAT DOES COMMUNITY MEAN IN 2022?

“Building a community” is as much a buzz term as “we’re a lifestyle brand” or “our company is more than a product; it’s a platform.” Marketers have been using the term community interchangeably with “social media following” since brands first started understanding the power of Social Media.   

The truth is, the concept of community began to change in March of 2020, at the outset of the pandemic. Now that the dust has settled, we can finally distil the importance and value of communities in this new era. 

WHY CONSUMERS ARE FLOCKING TO COMMUNITIES

A 2021 study, “The Belong Effect,” states that communities nurture and feed us emotionally. One of humanity’s greatest pains is community deprivation or isolation. To better understand this concept, think of the different communities you are a part of and how they have forged your identity, shaped your worldviews and inspired your actions. Now, think about the community members with whom you share a strong bond and how you feel you could move mountains together. That is the true power of communities. When we feel like we truly belong, we act on behalf of our community. 

Driven by the loneliness of the pandemic, with the predisposition to digital communication,  it’s no surprise that Gen Z and Millenials are the impetus behind the popularity of communities, both online & off. 77% of survey participants indicated that “the most important group they are part of operates online,” according to HootSuite’s Social Trends 2022 report. 

WHY THIS IS IMPORTANT FOR BRANDS

Any place consumers are congregating is an opportunity for brands to insert themselves, add value, and connect with potential customers.  

According to The Belong Effect Report by Sid Lee, when people are connected to a community, they also feel connected to the brands associated with it. People who self-identify with their communities are also likely to self-identify with the associated brands. 85% of the people in the study said that their community is aligned with a brand. 

Maggie Lower, CMO of Hootsuite, explained, “Thriving communities on social

media present a big opportunity, especially for smaller brands.” 

STARTING A COMMUNITY OR INTEGRATING INTO AN EXISTING COMMUNITY?

When contemplating your community strategy, the most important decision is starting your community or integrating into an existing community. Because they are two very different approaches. Starting your community can be seductive. Who wouldn’t want a thriving ecosystem like Peleton or Glossier? 

The case for starting a community.

Communities are a foundational part of how people self-identify. In fact, the report found that 45% of community members say that their community defines them a great deal. It also states that people who identify with their communities are likely to identify with the brands associated with their communities as well. So, if you plan on starting your community, there are certain factors that you need to know. 

There are FOUR pillars of a community – Identity, social capital, oneness, and mobilization.

Identity – This refers to an individual’s emotional connection to a group. The higher the attachment, the higher they feel their identity is derived from the community. 

Social Capital – This is the community’s collective value on each member’s influence. People feel like they have a voice and that their voice is heard as a member of a community.

Oneness – This refers to the sense of unity among the community members. It is the extent to which the community can be recognized as a cohesive whole rather than composed of different members.

Mobilization – This is the ability and degree to which community members will cooperate to take action. A key point to note is that not only are the members willing to participate in initiatives, but they’re also willing to recruit fellow community members and those outside the community to join.

If people self-identify with the four pillars, the effects extend to the brand associated with the community. So, you should use these community pillars as metrics to measure the degree of attachment your brand will have in the community. Consider these pillars as critical tools for determining your brand’s potential impact and highlighting areas for growth. 

The case for integrating into an existing community.

You should focus on identifying already existing digital and IRL communities and look for ways for your brand to become a participating member of that same community. Your goal should be to participate on every level, from leadership to employees. You have to work with internal influencers and collaborate with the creators. You should create and adapt products, services and feedback to the community’s needs and advertise accordingly.

People form and maintain communities to meet common needs. Remember that the community members have a sense of trust, safety, and caring for each other. So, focus on earning that trust and becoming a true member of the community.

DO’S & DON’TS FOR BRANDS

“The Belong Effect” study also identified a massive role for brands to engage and found significant benefits for doing so. Let’s take a closer look at the findings of the study:

USE DEEDS, NOT WORDS.

People who feel that they belong to their communities feel similarly toward the brands associated with that community and are willing to act on their behalf. They participate in initiatives, recruit fellow community members, and encourage those outside the group to join. In the study, 79% of community members said they would participate in an initiative launched by a brand connected to a community. 

MOVE PAST INTEREST-BASED COMMUNITIES.

Interest-based communities are the center of entertainment. They provide instant results and gratification, making them a popular brand choice. However, the crowded landscape and shallow connections mean that your brand may not get the exposure you aim for. Also, interest-based communities are least likely to mobilize for community-affiliated brands.

IT’S NOT ABOUT YOU.

In whichever communities you choose to participate you must continue to listen, be ever more transparent and open to amplifying the group identity. To thrive and benefit from network effects in communities, never force your brand’s message. 

Thus, you should aim for community building to grow and nurture your brand. It would be best to interact with the members as an individual rather than a business. Being a natural part of the community will make your brand more relatable for the audience and increase your credibility.

TAKEAWAYS

Community in 2022 is a sense of belonging that comes from identity, worldview and inspiration to take action. So, this year’s opportunity is not for your brand to start a community of customers but rather to understand what your customers care about at a deeper level. 

Similar to the need for food and shelter, belonging is a fundamental part of being human. Belonging is the sense of participating in something special that allows us to thrive as individuals and as groups. It opens the door to more fulfilling ways of living. But where does this sense of belonging come from? The answer is simple – communities.